‘Enjoy, it’s beautiful’ captures the job of customers eating fried chicken
KFC Spain’s new ad spot “Enjoy, it’s beautiful” for fried chicken by PS21 is attracting attention. The slow motion piece tells an authentic story of the experience of eating fried chicken. The seven different face-expressions shown in the creative piece brings a certain genuineness while indulging in a bit of humor.
“This piece shows in a tangible and realistic way the experience of utmost enjoyment when eating KFC, moving you into an emotional state of mind in such an intimate and pleasurable moment as taking a bite of our fried chicken,” according to Beatriz Martinez, brand manager of KFC Spain and Portugal.
“Enjoy, it’s beautiful” is the new campaign, or “Regózalo,” in Spanish.
The spot is recorded in different Colonel Sanders restaurants in Madrid. It captures seven different stories with a common denominator. That unifying factor is people in their minds having joy while eating their fried chicken.
The background music, “You Are So Beautiful,” by Joe Cocker, is quite apropo. It reinforces the humor, with a poetic touch—”the paradox of pleasure and subjective beauty,” according to a statement.
Victor Blanco, executive creative director of PS21, said, “In the advertising industry, we are used to seeing TV actors smiling at products as if they were telling a joke. Who eats while smiling? Who bites and chews with a picture-face? We all know that the more we enjoy something, the more ridiculous our grimaces become, and that’s amazingly beautiful. This is the idea we want to share with the campaign, touching the audience with something basic as fried chicken.
PS21 launched the communication platform for KFC Spain in 2022. Its purpose was clear: capture the extreme enjoyment and KFC’s most unique, key and differentiating element: the breading.
According to PS21’s release, “The campaign includes 60′, 30′, 20′ and 10′ pieces running on TV, outdoor, online and graphic adaptations in restaurants during 2023.”
Director duo Biceps recorded the pieces from the production company, Blur Films. McNulty completed the post-production work. Proximia is the media agency.
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